Our client wanted to share insights collected from respondents across 4 different countries who were using their product to mitigate their likelihood of contracting a specific sexually transmitted disease.
The brief was to create an interactive PDF that covered the average customer journey in each market, detail the physical and emotional experiences customers had during these times, and to allow viewers of the interactive to engage with the story and the findings in a hands-on manner at their own pace and in their own chosen order.
CLIENT
Major pharmaceutical company
(Unnamed for purposes of confidentiality)
AGENCY
Research Partnership
ROLE
Design Direction, Illustration, Interactivity Design & Implementation
SOFTWARE
Illustrator, InDesign
The final output had to clearly display a general overview of the consumer journey that customers undertook depending on where they lived, as well as having individual pop-up boxes displaying detailed data uncovered at each stage. The final piece needed to be data-driven, engaging, eye catching, and easy for people to use.
Working in close collaboration with the research team, we combed through the findings and uncovered the most compelling storyline from the original 110 page report, condensing it down into a short, easily followed narrative. Sketches and paper prototypes were created to figure out the best way of laying out and designing the content and data clearly, to plan the illustrations that would tell the customer stories, and to map the build tree to establish how users would be able to navigate the interactive.
One challenge was how to meet our client’s request to supply a highly visual and interactive design in a PDF format. I used InDesign’s extensive interactivity tools to create an output that functioned similarly to an app, using the same processes used for any other user interface design, including usability tests and seeking feedback from a small group of testers, to ensure that people had the most optimal experience.
The icon set and illustrations for the project were both designed to incorporate the product’s brand colours. After sketching and refining the designs by hand, these were cleaned up and finalised using Illustrator.
The visual styling took inspiration from the work of Camille Walala, adopting bold dark line art combined with bright colours and strong geometric shapes to emphasise that the product’s consumers could live their lives in a similarly ‘bold’ and unconstrained manner, echoing the sense of positivity, relief, and freedom of choice that the target market reported feeling by having access to the medication.
The client was extremely positive about the end product that they received, and subsequently commissioned an additional animation and a video montage for the same product and customer stories, based on the strength of the data story and visual design work.
